Passengers travelling on First Bradford buses will today become the first in the country to travel the 'smarter' way.

The company is launching the FirstCard 'smartcard'. It will allow the 60,000 passengers travelling on First Bradford buses each week to pay for travel with cash or travel passes stored on their card.

Embedded chip technology means the card can be charged up at conveniently located machines throughout the city or on any First Bradford bus.

Andy Campbell, managing director of First Bradford, said: "The FirstCard really is a first for Bradford and all our passengers will benefit from this exciting, modern and convenient development."

The technology used on the credit card-sized FirstCard also means that First Bradford can write to passengers directly about service changes, discounts and offers. And free BusMiles will also be offered as part of the FirstCard loyalty scheme.

There is no time limit and passengers who choose to have a day, week, month or year pass can continue to do so by adding on to an existing pass in advance.

Over the past three years, more than £12 million has been invested in Bradford bus travel by First Bradford's parent group, FirstGroup.

Moir Lockhead, chief executive of FirstGroup, said: "Bradford is the first area in the UK where we have introduced smartcard technology on all buses and is a flagship project for the group. FirstGroup believes that smartcard ticketing systems have an important part to play in making public transport more attractive, convenient and easy to use."

To get a FirstCard passengers can call First Bradford's call centre on 0845 6011831.

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